Drink driving, repositioning the problem

This paper describes how the campaign sought to change beliefs that there is a 'safe limit' for driving after drinking and to reposition the social stigma from 'over the limit driving' to having consumed any alcohol at all.
Agency: McCann Erickson BelfastAuthor: Not credited
 

Area Awards 1997 WINNER: SERVICES CAMPAIGN

Drink-Driving, Repositioning The Problem

 

Introduction

This is the case history of an advertising campaign launched in 1995 which:

  • Challenged ingrained...